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Introduction to the subject area, definitions and topical consumer behaviour issues including CCT (Consumer Culture Theory) and social-cognition theories of attitude, motivation and behaviour change.

- An overview of the consumer setting; consumer culture and the present anthropological and sociological marketing environments.
- An examination of the consumer decision making process and different mental processes consumers’ employ
- A critical examination of key psychological and sociological factors that influence the consumer decision making process. For example, social class, geo-demographics, values, attitudes, and lifestyles.
- The self; stereotypes, objectified brands, brand identity and value and subsequent consumer behaviour, social media and technology
- Social Marketing: Topical issues and consumer behaviour change
- A review of the different methods used for researching consumers including questionnaires, focus groups, experiments, ethnographic and netnographic qualitative techniques.
- Debate; outline of motions set and literature search requirements

LO1: to understand the demographic, psychographic, socio- cultural and economic factors influencing customer dynamics within particular consumer behaviour scenarios.
LO2: to evaluate the psychological, social, cultural and technological factors that can have an effect on the existing and developing marketing paradigms
LO3: to analyse contemporary issues in customer dynamics through various mediums of communication and relevant media and from the analysis critically discuss and debate the centrality of the consumer within the present day environment
LO4: to demonstrate a comprehensive understanding of literature and scholarship writing in consumer behaviour and from this knowledge cultivate and enhance discussion and debate on relevant issues affecting the consumer
LO5: to investigate and analyse key social, psychological and sustainability issues within consumer behaviour and their effects on customer purchasing behaviour